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  • Masterclass: How to Write a Better Brief (Foundational & Intermediate)

Masterclass: How to Write a Better Brief (Foundational & Intermediate)

  • 25 September 2023
  • 20 October 2023
  • Online


  • If you wish to hear more about the benefits of having an AMI Membership, please contact us at membership@ami.org.au

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Briefs are one of the most important documents that exchange hands between a brand and an agency. However, many marketers (51%) have not been trained in how to write briefs.

Briefs are like puzzles. You need all the pieces in the right place to solve them. The accuracy of a brief shapes the outcomes of your project. It's hard to create impactful work with a mediocre brief. The stronger the brief, the more effective the work.

This course teaches you HOW to brief agencies better. This course is designed to be practical. It’s full of tools, frameworks, tips, and examples on how to get to better briefs.

Who should attend?

Any marketer actively involved in writing, approving, or contributing briefs for agencies (external or internal). The course content is relevant for b2c and b2b marketers across all industries and categories.

Topics covered

1. Importance of briefs
2. Recognising good briefs
3. Meaningful objectives
4. Target audience
5. Message & RTBs
6. Briefing the brief

What you'll learn

By the end of this course, you will:

  • Know how to construct and recognise strong briefs
  • Avoid the pitfalls of poor briefs
  • Understand the components good briefs are built on

Course experience

Better Briefs is a 4 week self-paced video course  made up of 6 modules with a Live Q&A session.
Students need to pass a graded assignment to earn a digital certificate.
The course is full of practical information, tools, frameworks, and examples for getting to better briefs.

About the presenters

Pieter-Paul von Weiler & Matt Davies 
Founders of BetterBriefs

BetterBriefs is a brief advisory and training business that helps marketers brief better.

Founders Matt Davies and Pieter-Paul von Weiler are former creative agency strategists, highly recognised for their marketing effectiveness thinking.

They conducted the first ever global quant study on marketing briefs.

The study’s findings demonstrate that there’s a huge disconnect between marketers and agencies when it comes to briefs.

They currently train big brands from all over the world how to improve their briefs.

They’ve also released a best practice guide on brief writing in partnership with Mark Ritson. BetterBriefs is on a mission to eradicate poor briefs globally. 

*This course qualifies for 32 PMP points under the AMI’s Certified Practising Marketer program.